Gender reconstruction in ABC ketchup advertisements a study of critical discourse analysis

The gender construction that has developed in society has become firmly embedded in society, both regarding the description of gender characteristics, duties and roles. This also happens in the media world, one of which is the world of advertising. In advertising, what is often highlighted in the world of advertising is the existence of gender bias in advertising. This is because there are gender stereotypes attached to the male and female genders. The existence of gender stereotypes is also greatly influenced by the division of domestic and public roles which are greatly influenced by gender stereotypes. This is also clearly depicted in the advertisement. However, along with the development of public knowledge, stereotypes in advertising have begun to shift. This can be seen in one of the advertisements that constructs the division of roles based on gender, namely the ABC Ketchup advertisement. Mass media advertising discourse, which often positions women as objects with a waist image, is starting to be reconstructed through these advertisements. The highly gender-biased division of roles is starting to unravel.